Torula News

a news service for Cognac and the region  edited by M. Andrew, F.I.J.E.V.

Hennessy Cognacs show the way

The Rixendis’ Cognac Tasting Society had its first tasting in June 1997 in the Cognac region. Members and participants are amateurs who appreciate Cognac, are interested in expanding their Cognac knowledge and support every effort in promoting Cognac. The results of each tasting are posted on the www.cognacnet.com web site. Monthly website readership averages 37,500. The tasting results reflect members’ appreciation as an individual and consumer as a group. Occasionally Cognac producers and makers of eaux-de-vie participate in our tastings but our efforts represent amateur consumer opinions only.

To date, we have tasted products from 26 Cognac producers, both big and small, averaging 4 products per tasting. With one exception, all of our tastings were of a single producer who selected the products to be tasted. Thus, the majority of the products fall broadly into the VS, VSOP, XO, Extra and other categories. At all times, our tasters make special effort in judging each product on its own merit. Even the amateurs recognize that comparing VSOP to Hors d’Age is basically a flawed comparison as the age of the eaux-de-vie plays a very critical role in the appreciation of Cognac.

Our scoring is based on assessing the 3 elements: nose, mouth and harmony between the nose and mouth. Each element has a maximum score of 10 points thus making maximum total of 30.

This year’s final tasting gave our amateur tasters the opportunity to experience the products of Hennessy. They are the biggest producer and the number one seller of Cognac worldwide.

The people of Hennessy, led by Yves Tricoire and Alain Deret, made our evening a memorable one. They provided us with wonderful commentary during the tasting that started with Le Peu Grande Champagne eaux-de-vie of this year’s distillation followed by the 1998 Fins Bois Camp Romain. This set the stage for tasting Hennessy VS, Hennessy XO, Hennessy Paradis and Richard Hennessy Cognacs.

The majority of the tasters gave Richard Hennessy Cognac scores in the range of 25 to 30 points with the maximum being 30. Among the tasters notes were phrases like: “Excellent finish, deep rancio…”, “Très riche, fruité, long, puissant…”,  “Délicate, riche, puissant…”, “Well rounded, exceptional maturity…”,   “Soft, harmonious…”, “Very good, exceptional aroma, very smooth, fine blend…”

The Hennessy Paradis scores were evenly spread with a majority falling in the range of 25 to 30. Many, however, placed this product in 20 to 24 point range. Some tasters wrote: “Very smooth, delicious…”, “Flowery aromas, I like the taste, a good digestif…”, “Excellent length…”, “Elegant blend…”.

The Hennessy XO results were firmly placed in the 20 to 24 point range. Among the many comments, tasters said: “nice feel, good finish, plenty of fruit…”, “Aromatic, long en bouche,…”, “Round, hints of rancio, good presence of nutty tones, fruits, longer after taste…” .

The Hennessy VS scores covered the full spectrum. Most tasters placed it in the 20 to 24 point range. Two tasters scored it in the 25 to 30 range while some scores were in the 15 to 19 point range. Comments included: ”Flavorful, rather long, well balanced…”,  “Well made, light, pleasant, clean…”, “Good length…”, “Delicate, good…”, “Young and vivacious with good length and harmony…”.

Our tasters appreciated Hennessy’s hospitality and their experience with the Hennessy Cognacs. What was most assuring to all was the fact that Hennessy, who sells over 33 million bottles each year, maintains high quality and a unique style across their range of Cognacs.

While we will continue to organize tastings in the Cognac region, Paris and abroad, we will endeavor to upgrade our methodology while remaining faithful to our idea of the amateur taster who is also a buying consumer.

Paris, Le 2 décembre 2000 Restaurant La Cagouille

Nous avons réuni douze dégustateurs dont six femmes parmi lesquelles Nuria … sommelière du restaurant CalBlé de Catalogne en visite à Paris. Nous avions proposé aux Caves Particulières, à l’occasion de leur salon de fin d’année, de proposer leurs produits. Nos dégustations n’intéressent pas les vignerons que nous avons contacté puisque aucun d’eux ne nous a répondu. Remercions par contre leur Président, Paul Giraud, de sa collaboration et du temps qu’il nous a donné en venant porter la bonne parole bien que ses cognacs ne soient pas dégustés ce jour là. Il a séduit tous les participants par son enthousiasme et la qualité de ses propos. Enfin nous regretterons l’absence de Mac que l’état de santé ne permettait pas de déguster.

Déroulement

Nous avions donc choisi une série de six produits de « rattrapage » parmi les échantillons que nous avons en stock pour faire une série, un peu hétéroclite « moyen haut de gamme », de produits que nous ne connaissions pas tous.

Le sentiment général n’a guère était positif trop de cognacs ayant été trouvés durs et déséquilibrés avec une force alcoolique trop présente en bouche. Une forme de désenchantement général qui plaçait trop de produits à la limite de la barre de la juste moyenne.

Heureusement nous avons eu la chance de pouvoir écouter Paul Giraud qui a   émerveillé l’assistance par l’humilité de son propos. Il a su nous faire prendre la mesure de la démarche constante d’une forme d’absolu de recherche de la qualité nécessaire à chaque étape de l’élaboration. Conduite de la vigne, vinification, distillation, logement, vieillissement, élaboration sont autant de pièges pour le viticulteur qui le plus souvent ne constate le résultat de son travail que des années après.

D’ailleurs certainement se trouve peut-être là un des problèmes de la qualité sur la région. Peu à peu tous les anciens maîtres de chais ont disparu des maisons. Formés à l’école du temps, ce temps essence même du cognac puisqu’il en fait sa qualité, ils avaient au fil des années, souvent des décennies, pu goûter les produits jeunes, suivre leur évolution et se donner ainsi une mémoire du goût. Comment imaginer la potentialité d’un cognac jeune sans avoir en référence l’évolution d’un échantillon identique ? Sur cinq ans c’est simple, sur quinze vingt ou trente ans c’est plus compliqué. Rien ne peut remplacer l’empirique formation du dégustateur au gré du temps.

Les résultats

La grande qualité des cognacs de la dégustation précédente l’avait rendu délicate pour certains dégustateurs, qui ont pu relativiser leur impression face à une dégustation  plus moyenne. Notre commentaire sera court.

Nous reconnaîtrons la belle qualité d’une Grande Champagne vieille d’un viticulteur nouveau venu qui vient se placer dans la première partie du peloton du classement général.

Ensuite deux cognacs de négociants parfaitement satisfaisants dans des styles bien différents.

Enfin des produits de la viticulture certains affichant des prétentions peu corroborées par nos dégustateurs. Il ne suffit pas d’une base très vieille pour mettre sur le marché un produit satisfaisant.

Je ne rappellerais pas une fois de plus les pièges de l’élaboration à éviter.

 

A la fin de la dégustation nous avons longuement échangé sur les formes que pourraient prendre l’année prochaine nos dégustations. Des projets ont été proposés, en particulier un « voyage d’étude » sur place apparu comme un objectif très attrayant pour tous ! Certains thème ont été évoqués pour les dégustations à venir : – les « millésimes », les différents verres, les VSOP etc.… Les horaires pourraient être modifiés :

Samedi midi à 12 h 30 dégustation et déjeuner commentaire à suivre et/ou Lundi soir à 19h30 dégustation et dîner commentaire à suivre. Amicalement/Gérard Allemandou

27 Cognacs were tasted during year 2000 in Restaurant La Cagouille in Paris by Cognac amateurs and aficionados. They were blends, they were Grande Champagne, Petite Champagne, Borderies, Fins Bois and Bons Bois Cognacs. All tastings were courtesy of the producers and hospitality of Gerard Allemandou and Restaurant La Cagouille. For final results click here.

Patrick Ricard,Chairman of Pernod-Ricard, moved his spirits empire from pastis,vodkas and Irish whisky to a full fledge spirits powerhouse as a result of being in the winning partnership that won Seagram. More brands, better distribution, bigger geographical reach and if he secures Absolut Vodka distribution, Pernod-Ricard Group will be a No.1 player in the global vodka market. So far, a very good Christmas gift to his shareholders. As a part of the winning bid, Pernod-Ricard inherited Cognac Martell. And here is the problem. The Group already owns Renault-Bisquit Cognac which under performs, lacks direction, management and investment. Same has happened to Cognac Martell under the Seagram regime. 2 under performing brands in one group do not create an opportunity for either of them as merging them does not make sense from a marketing or financial point of view. A simple solution is to sell one but which one? Martell is a bigger brand name with a better chance to return to its previous glory. It has a better sale value but the time is against it. Renault-Bisquit has a reasonable presence in some markets like Canada, UK, Russia and the USA. Both brands that form Renault-Bisquit (Cognac Bisquit and Cognac Renault) are weak due primarily to the lack of attention by its parent. Pernod-Ricard Group needs to sell/auction Martell in the next 2-3 months. The buyers are there; Brown-Foreman, Hicks, Muse and others. It will help paying off $3.15 billion debt and it will hopefully find a home where the Martell brand will shine again. Their future is not with Pernod-Ricard based on the Group's past performance with Renault-Bisquit.

This development has made for a difficult holiday season for Robert Pouchayret, new Director General at Martell. He has put on a brave face and sounded very assuring to his demoralized employees. Having good 3rd and 4th quarter shipments combined with a well thought out and ambitious "I am Martell" and "Meet Martell" ad campaign, Martell is fighting back. But he must search for a different parent.

After a 5-day non-stop marathon negotiations held up at last minute by the Captain Morgan's Rum saga, Diageo paid $5billion for Captain Morgan, Crown Royal, VO Canadian, 7 Crown American and Sterling Wines and Pernod-Ricard paid $3.15 billion for Seagram's Scotch whiskies like Chivas Regal, Glen Grant, Royal Salute and Glenlivet in addition to Seagram's Gin and Cognac Martell. Each winning partner also got many national brands like Cacique rum in Venezuela and Spain, Myers rum in the USA and Windsor Premium whisky in South Korea going to Diageo and many national brands in Europe, Asia and Latin America going to Pernod-Ricard. Winning partnership split Seagram 61-39 percent. Diageo solidifies its No.1 position by gaining additional 7% market share in the USA alone while Pernod-Ricard moves into No.3 position among the world wide spirits companies.

The deal is expected to close in early summer 2001.With the court's help Diageo may indeed keep Captain Morgan as a result of a party spoiling maneuver by Allied Domecq or be recompansated by VivendiUniversal for losing this fast growing rum for about $1.8 billion. Distribution rights to Absolut Vodka were not part of this deal. If all goes according to the game plan, Diageo gains about 17million cases valued at over $1billion in annual sales while Pernod-Ricard adds about 14 million cases representing just over $1.1 billion in sales. Diageo puts a further distance between themselves and AlliedDomecq while Pernod-Ricard is within striking distance of AlliedDomecq. The importance of being big player on the world wide stage is reflected in the companies abilities to save a lot of money through sharing and synergizing distribution and marketing networks and costs. Diageo and Pernod-Ricard are now poised to put a squeeze on AlliedDomcecq's No.2 position. The key executives on the winning side were Paul Walsh, Andrew Morgan and Paul Clinton for Diageo and Richard Burrows for Pernod-Ricard.

This deal ends a 143-year old history of Seagram and signals the beginning of a new round of sell offs and consolidations in the spirits industry. As early as today, Pernod-Ricard senior executive will begin outlining their strategy after the acquisition. The main brand that needs to be sold or auctioned is Cognac Martell as they already owned Cognac Bisquit. It was a bit of surprise that Diageo did not retain Martell but than Paul Walsh,Chairman of Diageo, is only interested in the high profit margin brands. Or, as Torula News wrote a couple of months ago, was it the small shareholding of Bernard Arnault (LVMH, parent of Cognac Hennessy) that swayed Diageo from keeping Martell. On the table are potential deals involving Rémy Cointreau (Cognac Rémy Martin), Fortune Brands (Jim Beam) and Highland Distillers which already cooperate in Europe under the name of Maxxium. Bacardi (Cognac Otard), Vin&Sprit AB and Brown-Foreman might still be in the play more as individual entities rather than as partners. So where would Cognac Martell end up? Logical buyer would be Brown-Foreman of Jack Daniel's fame which is a family controlled, well managed business. (TheNYTonline20/12/00,WSJ20/12/00,Torula News)

Subject to the final negotiations in New York during the next 24 hours, Diageo/Pernod-Ricard partnership is set to win Seagram (Cognac Martell and other spirit brands) for about $8.2 billion as predicted by Torula News earlier. The surprise story out of New York is that the winners would auction Cognac Martell immediately there after. Prime bidders are rumored to be Rémy Cointreau (Cognac Rémy Martin) and Bacardi (Cognacs Otard, Exshaw and Gaston de LaGrange). Not the most logical choices thus we think Brown-Foreman (Jack Daniel's) alone or with Vin&Sprit AB (Absolut Vodka) might participate in the auction. After much smoke and legal manoevouring, Allied Domecq (Cognac Courvoisier and other spirit brands) decided to stay perennial second among spirits companies, buy some Champagne brands, get Stolichnaya distribution rights and do an end run on Captain Morgan rum rights. Not the most inspiring management decision when being number 1 in the battle of the brands is everything! (Independent17/12/00, Torula News17/12/00 12:08CET)

Some 90plus percent shareholders voted in favor of Vivendi and Seagram merger ending the independence of Seagram, signaling demise of a great Canadian brand that had its roots in the bootlegging days of the last century. In Quebec, it was a quiet and subdued affair but in Paris it was anything but. Some 6000 shareholders braved the rain to get into the Louvre's pyramid. There amid film clips from the Universal library of which the most telling one was from the movie "Terminator" the deal was approved putting Jean-Marie Messier into the big league media moguls.

It is now official that the Vin&Sprit AB, the Swedish government owned company that is famous for Absolut Vodka is in the final sprint for Seagram, together with Bacardi International and Brown-Foreman. They expect to contribute about $1billion in cash but being a government entity, they have practically an unlimited access to capital.

Torula News calls Diageo to win and immediately begin disposing of a number of brands retaining Cognac Martell. In the second most often talked scenario, Brown-Foreman will get Martell Cognac. Like in the American Presidential election "recounts" and lawyers may make this bid unpredictable.

Cognac Meukow

In the 1850s, two brothers, Auguste Christophe and Gustave Meukow visited the Cognac region frequently. With their local partner, Lervoire and later on Bouraud, they established an office in Cognac on 1 August 1862. The main market for Cognac Meukow was Russia and Scandinavia. Ownership and management changed during the years with Shepherds putting the business firmly on the map. In the post war years, Andre Villesuzanne, a grower from Salignac in Grande Champagne managed the company until CCG bought it in 1979. 

Today, the main markets are USA, Finland, Russia, Taiwan, Hong Kong, Korea and duty free for Cognac Meukow Feline products line (VS, VSOP Superior, Napoleon and XO). The Meukow XO is a blend of Grande Champagne, Petite Champagne, Fins Bois and Borderies with a sweetness that meets current fashion among Cognac makers. This product line is being expanded to include Extra, which we recently tasted. A Fine Champagne blend with a strong nose full of fruity presence, hint of flowers, touch of smokey presence. On the mouth it is round, almost feminine and pleasantly long. It scored a strong 25 out of 30.

The Company also sells the Cognac Lexicon product line in Finland that comprises of *** and VSOP.

Occasionally, their maitre d’chais Daniel Cornu (based in Matha at their Distillerie de Matha, an old home of Cognac Brugerolle) blends short runs (around 600 bottles) of special products like Très Vieux Meukow Rarissimé. This is a blend of Grande Champagne (30%) and Fins Bois (70%) at 41.3 % alc. vol. When we tasted we found a strange blend of old and young eaux-de-vie where flowery tones clearly dominate and create roundness on a first impression on the mouth. Length was shorter than expected. Some woody hints are present but it is a reduction and blending that leaves this Cognac at 19 out of 30 score. A pity as it has potential to be better.

Another short run is their monocru, single year Grande Champagne Foucauld 1962 that comes from a vineyard located on the south side of Segonzac.

Russia drinks Cognac (and Vodka)

As Torula News has predicted last year, the Cognac market is booming in St. Petersburg and Moscow. Our correspondent writes that there are plans underway to open a Cognac Bar in Moscow in late February 2001. It will be styled after Andre's success in Oslo with Bar 1.

Vigneron Independent

Sporting a new logo, La Confédération Nationale des Caves Particulières (CNPC) held their 22^nd Salon des Vins in Paris (30/11 – 5/12/00). Among the wine sellers were also Cognac, Pineaux and Vin de Pays Charentais producers; Arnaud, Begaud, Boutinet, Bossuet, Collin, Chateau Guynot, Jacques Esteve, Paul Giraud, Alain Gousseland, La Grange du Bois, Grateaux, L’Oisellerie, Leonard, Logis de Montifaud,  Pelletant, Pouilloux, Roy, Simonnot, Terrigeol, Tesseron, Thorin, Queron, Vallaeys. And among the consumers, for the first time in a long time, there were several importers from Sweden, USA, Switzerland, Germany and Belgium. A very good sign, indeed. Click here to view new logo.

Serge Arrou – La Cognathèque

What was whispered in the Cognac region for the past 14 months is now official. Serge Arrou is retiring and selling his Cognac flagship shop. After 20 years of trail blazing, some local competition (i.e. Maison du Cognac, Cave St Leger) and strange new developments (i.e. Cognac Tonic, Rémy Silver) in the industry with which Serge does not agree, he has decided to travel and relax. His famous opening line:” How much would you like to spend 200, 400, 600 or more Francs” will be missed. Best wishes, Serge!

Cognac Prélude – how many?

Cognac Prélude Jon Bertelson, a VSOP Fins Bois blend, sold about 30,000 bottles this year in Norway and since September is also available in Sweden. Gérard Simmonot Cognac Prélude, a Grande Fine Napoléon, blend of Grande and Petite Champagne, is only available in France. A simple Cognac name registration data base administered by the BNIC would go a long way and will avoid this kind of confusion.

Has won the top prize, the Grand Prize of Gastronomic Culture and Food Science, from the International Academy of Gastronomy. The academy’s founding president, Michel Genin, praised Parker’s as “a taster without equal” whose opinions reflect “great critical precision”. Robert Parker Jr. is a former lawyer from Maryland.  

At the same time AFP reported: “Le célèbre et controversé critique de vins américain Robert Parker, qui a reçu lundi à Paris le grand prix de l'Académie internationale de gastronomie, a déclaré qu'il n'y avait pas de "goût ou de vins Parker" et qu'il restait "toujours un étudiant du vin".

Au cours d'une conférence de presse, le critique américain a nié qu'il y ait une "parkerisation" de certains vins pour attirer ses faveurs, répondant ainsi aux rumeurs selon lesquelles des viticulteurs adapteraient leurs vins à ses goûts pour "être bien notés".
"Il n'y a pas de goût ou de vins Parker. J'aime plusieurs styles de vins", a-t-il ajouté en se présentant comme "un avocat pour les vins de caractère et de terroir".

"Je donne mon avis, c'est tout. Je ne peux pas contrôler l'influence de mes jugements. Gagner de l'influence n'est pas mon objectif. Je reste un consommateur, un amateur".(…) Le récipiendaire, "très honoré", a déclaré vouloir "partager son prix avec les grands vignerons du monde". (…)

We at the Torula News applaud Robert Parker’s comment at a recent press conference in Paris. After publishing tasting results of some 300 plus Cognacs in the past 3 years, we keep repeating the same refrain: “We are consumers and amateurs when it comes to Cognac.”.    (IHT22/11/00, Chateauonline/AFP 20/11/00, Torula News)

Four gentlemen Cognac producers from a small village of St. Sulpice de Cognac in Borderies cru have presented their products recently during the annual Foire. Three of them cultivate 12-15 hectares each and one has about 25 hectares. Majority of their eaux-de-vie is sold to traders and a small part is used for bottling under their names. Torula News was there and between friendly banter with producers, we tasted their products.

Michel Pelluchon Vieille Reserve scored 24 out of 30. It has an excellent nose with hints of woods, fresh vines and subtle aromas of flowers. Round with a nice touch of developing rancio. Long. About 18 to 20 years old.

G. Antoine Napoleon scored 16 out of 30. Weak nose with woody presence and distant flowery tones. Whatever goodies we were able to taste were destroyed by added sweetness in a form of sugary syrup. What could’ve been a good Cognac became just a short, average one.

Pierre Rayer VSOP scored 15 out of 30. A robust nose of fresh vines and distant hints of flowers was followed by vivacious and spicy notes on the mouth. Although, pleasantly round it could not hide sweetness that simply shorten the length of this Cognac.

Jean Angibaud VSOP scored 12 out of 30. Dancing flowers in your nose could not cover sweeties in your mouth.

In the courtyard of the Foire main activities we found a Cognac maker from Fins Bois, Domaine de Saint-Robert. Maurice Dupont produces Cognac, Pineaux, Vin de Pays Charentais and Crème de Cassis de Saintonge from his 18 hectares vineyard. We tasted Grand Reserve, which according to Maurice Dupont is a blend of 30% from 1980 harvest and 70% 1990 eaux-de-vie. He said: “This is like a VSOP, my Vieille Reserve is like an XO”. We were confused but anyone is free to market their products anyway they want.

Domaine Saint-Robert Grand Reserve has a very weak nose with woody hints and dry fruits tones. Mouth is sugar coated with no length. We scored 11 out of 30.

Gastronomade 2000

The Sixth Gastronomades in Angouleme finished in rainy weather two weekends ago. Its original mission was to be “salon de la communication gastronomique” as well as the international festival of tastes. With increasing participation of consumers this 5-day (2 for professionals, 3 for consumers) event is a success. What, however is becoming evident, that Gastronomades is just one gigantic shopping place of everything associated with the word gastronomy; form cows and rabbits to flour for bread to cheeses to wines and spirits. There was plenty of books on gastronomy to buy and many authors to talk to, there were some attempts to conduct product tastings and children had many opportunities to interact with gastronomy. For Cognac tasting, you had a choice. In the tower, Simon Palmer informed and conducted wine and spirits tasting with a quiz and an award. In the courtyard under the BNIC tent, Jacky Ferrand gallantly struggled with samples of crus in various stages of development. There was an interest in both places. Consumers, in general, proved to be knowledgeable and thirsty for information (i.e. Cognac region cru map, list of producers who sell directly). In both places there was none to give. The point is that if you want to communicate you have to offer consumer information that he or she wants.

Old Cognac collection on Internet

Bay van der Bunt (collectionneur) and Paul van Veenendaal (webmaster) at www.oldliquors.com write: "World's largest collection of historic, exclusive, ancient and old Cognac, Armagnac, port and whiskey (Cognac from 1750-2000!) is now available on the web.” The Cognac collection begins with 1780 Rémy Martin.

In the November issue of La Revue du Vin de France titled Cave idéale much is said about wines; tasting, classification by price etc. It is, however, at the end of each section where we find recommendation for whisky and port that we were surprised not to find a single mention of Cognac. Finally, it is a French product and a product of wine. So what gives?

The moment was saved when we found young Philippe of Cave Saint-Léger in Cognac advertising his ever-growing selection of Cognacs as the Cave’s specialty. But is this enough?

First it was Tom Cruise’s movie titled Cocktail with Rémy Martin Louis XIII as a co-star, then came Coyote Ugly film (a female version of Tom Cruise’s hit movie) with no stars and in between Hennessy Cognac won 3 out of 5 top prizes in the Drinks International Cognac Cocktail Challenge in June 2000 in Tokyo.

Hennessy winners were: Hennessy Twist, Hennessy Princess and Hennessy Dee-Light. Fernando Castellon created them. Other winners were New Rémy Side-Car from Rémy Martin and Cognac Jay from Château Paulet.

Recent issue of Drinks International quotes Bernard Hine: “A good Cognac cocktail begins with a good Cognac …” and that is of course true. However, implying that Harry’s New York Bar in Paris, creator of Sidecar cocktail, used Hine Rare & Delicate Cognac in the original cocktail is not correct. It was a five star brandy.

And now, we hear that Courvoisier is behind the latest Hollywood production "Ladies Man". Has Cognac arrived in Hollywood for real?

This is a headline from a Norwegian magazine Aperitif, 24/11/00 issue, describing the house of Cognacs Ragnaud-Sabourin with a lead picture of Patricia Sabourin-Rieff, the globetrotting daughter and a wonder woman. For readers in Norwegian click here. www.aperitif.no. For others press here.

Either Bernard Guionnet, the President of the BNIC is an excellent lobbyist or the Regional Council Poitou Charentes likes to spend money. The Cognac industry will receive FRF8.3 million (just over USD1 million). Half will be allocated to a continuation of the failed Cognac promotion campaign in France and the rest will be used to pay for 6 technical studies of eaux-de-vie. That the Cognac region needs money for the promotion of its main product is obvious. And yet, at the same time, French government stops supporting the Cognac region (about FRF5million annually). But giving the money without change of direction and most importantly without altering its practices is questionable. In any business when the campaign fails, the business reacts. This unfortunately is not the practice here. They will spend the money and still drink CognacTonic while the French will keep buying whisky, rum and vodka. We cannot comment on the six technical studies, as details have not been released to the press. Cognac region and its main product needs an investment for promotion in France and elsewhere. The real number is in the range of FRF150-175 millions. This will buy a world wide professional advertising campaign. All else is a proverbial drop in the bucket!     (Sud-Ouest22/11/00, Torula News)

Cognac in December, December in Cognac

Bouilleurs de Cru led by Pascal Millassau, once again are opening their distilleries to the visitors and sharing the secrets of distillation. This year, in a slight modification to the program, there will be 5 weekends (2-3/12, 9-10/12, 16-17/12, 23-24/12 and 27-30/12) to visit and to taste and about 250 distillers to choose from. The brochure created by the BNIC is simpler and easier to follow including the straightforward map. Much is expected from this year 5-weekends extravaganza; will they pass 10,000, 25,000 visitors? The important thing is to give visitors such basic things like a cru map of the Cognac region, direct selling producers list, cognac cocktails and mixes booklet and a basic message – Cognac is a product of wine. Let’s just tone down the BNIC war cry of CognacTonic!

.Torula News logo courtesy of Marie Claire Pajeile.

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C20 May 2001                                                                   Copyright © 2000 Lusina ISG, Inc.